Iconic British brand Horlicks has unveiled its brand new look, which rolls out onto shelves from this September. The new look packs are a part of a substantial campaign designed to consolidate Horlicks presence at the heart of family life.
The fresh new look packs position Horlicks as a metaphorical sanctuary within the home, or alternatively a suggestion of returning to a welcoming, much-loved home as the central proposition. The overriding message being to ‘Take a Moment’ to escape the stresses of everyday modern life.
Individual designs for Original, Light (instant) and Chocolate are beautifully artworked in a contemporary heritage style. The scenes depict family members on their return home to enjoy together a comforting, warming mug of Horlicks – a welcoming hug in a mug.
Horlicks famous fortified recipe, made with British wheat & barley is unchanged and still contains 14 key vitamins and minerals, this is communicated prominently on pack.
Michelle Younger, Marketing Manager for Horlicks states: “A pre-conception of Horlicks is its strong association with sleep but general relaxation is a more important driver for consumption. A considerable 44% of users say general relaxation is their reason for consumption.”
The new Horlicks design has tested extremely well amongst both Horlicks users and non-users. A study* which involved 462 design interviews revealed that the new packaging captures the brand essence very well, and appeals not just to Horlicks users but Hot Milky Drinks consumers in general. When compared to the current packaging, the new design scored much higher amongst the non-users for being ‘eye catching’, ‘unique’, comforting’ and ‘modern’. Both Horlicks users and non-users felt the new design communicates ‘taste’ and ‘quality’ better.
The Horlicks redesign is being supported by a heavy-weight marketing communications campaign to include experiential, advertising, in store activation, PR and digital campaign which is expected to reach over 20 million consumers.
An iconic British brand and a family favourite with 99% brand loyalty amongst current users**, Horlicks was bought by Aimia Foods in April 2018, and dating back over 140 years, it is the oldest malted drink brand (in fact it is older than the tea bag which dates from 1904).
Made in Britain since 1906 using British farmed wheat and barley, it has a strong British heritage, and formed part of the forces kit bag during WW2 due to its ‘complete and well balanced nourishment’.
Chocolate malt flavour sku’s were launched in 1985, and in March 2019 Horlicks launched Horlicks Pods.